Author Bio

Barry Lee Cohen ("BLC") is president and managing director of Launch Communications (launch232.com). With extensive background in the marketing of advanced technologies, BLC provides strategic public relations, marketing, communications, branding, and events, including multimedia product launches and turnkey conferences. Prior to Launch, BLC was global director of Marketing Communications for Enthone, Inc. He has been acknowledged as the driving and creative force behind dozens of marketing campaigns for the former company’s electronics and performance coatings divisions.

Launch Letters offers "no holds barred" perspectives and best practices on marketing, branding, public relations, events and much more! As a long time friend and colleague said, "Watch out world, Barry's off his leash."

Launch Letters: Myths about Millennials—Workplace Safety Matters

Today, more than one in three American workers are millennials, and they represent the largest share of the American workforce[1]. As baby boomers increasingly enter the ranks of retirement, companies are embracing the differences of this younger generation to foster a safe workplace, while increasing employee productivity and engagement.

Defined as those who were born between 1980 and 2000 (give or take a year), millennials are sometimes unfairly maligned as self-absorbed. Given this perceived obsession with “me, me, me,” you might assume this generation exhibits a lack of interest and motivation to participate in workplace safety programs.

In fact, millennials place a higher value on safety, and most especially workplace safety—more than any other generation. This may surprise you, but stop and think about it. This generation grew up in what continues to be some of the most turbulent times. Such tragedies as the Oklahoma City bombing, the World Trade Center attacks, and conflicts across the globe have ingrained the importance of safety in the minds of millennials since childhood.

That said, millennials are indeed unique when compared with prior generations. And that’s a good thing! Savvy companies have seized upon these differences to re-evaluate and refresh their workplace safety training and their corporate communications strategy overall.

This change has benefitted all employees. Consider the following employee engagement strategies to turn millennials into key contributors to your workplace safety team.

Sound Bites vs. Big Bites

Given the vast array of media options today, rolling out the traditional safety training video or an endless PowerPoint presentation can be as interesting as watching paint dry. Millennials are often blamed for having short attention spans, but the fact is, everyone does.

To read the full version of this article which appeared in the September 2017 issue of The PCB Magazine, click here.

2017

Today, more than one in three American workers are millennials, and they represent the largest share of the American workforce. As baby boomers increasingly enter the ranks of retirement, companies are embracing the differences of this younger generation to foster a safe workplace, while increasing employee productivity and engagement.

Employee recognition extends beyond dollars and cents. Today’s workplace requires more than gifting monetary rewards, gold watches, and restaurant cards. These isolated acts are important, yet need to be part of a comprehensive, results-driven program that is both meaningful and engaging for all team members.

Since leaving my corporate digs a year ago and launching my “new wonderful,” I’ve had the pleasure to evaluate, enjoy and envy insightful communications by some of the world’s best technology companies. From new appointments and facilities, to recent product innovations and event announcements, I admire the professionalism and relevance of these news releases that populate my inbox.

“Welcome to Our Newsletter!” How many times have your current or past employers welcomed customers to the first of what was touted to be a monthly or quarterly issue of your company’s premiere digital publication? It’s not a trick question, but it does make some of us think, “Oh yeah, whatever happened to it?”

This month’s column was written a month after a historic U.S. presidential election that pitted a business billionaire that previously never ran for public office versus a 30-year public servant who was the first female nominee of a major political party.

2016

Sometimes, an uncontrollable tick in my neck begins to emerge. The wrinkle in my forehead that now has no boundaries slowly makes its way to my balding scalp. My porcelain china doll-like complexion gradually transforms itself to resemble a Honeycrisp, and ultimately, a Red Delicious apple. Finally, the irrepressible urge to take an enormous breath instinctively follows.

I’ve had the absolute privilege to organize and direct exhibition activities from Shanghai to Shenzhen, from Munich to Mumbai, from San Diego to San Jose and beyond. No matter the location, I just can’t seem to get over my “graphic grief.”

This September will mark the 10th anniversary of “the Zuck” (aka Mark Zuckerberg) and his band of college buddies unleashing Facebook membership from the scholarly confines of Harvard to anyone 13 years and older with a valid email address.

Trade show mania...it’s still here. We complain, criticize, and whine (yep...that’s me!) about the financial and human expense, while feeling an odd, inner excitement and anticipation as the date of the big event approaches. Yet to quote the ever put-upon George Costanza, this “unstoppable force” seemingly has a life of its own.

Whether it be your company brand or personal brand, you have to fully embrace it and believe in it. It’s the trust, knowledge and confidence you communicate to your customers, the community, and the industry you interact with and react to every nanosecond. In his latest column, Barry Lee Cohen explains why, and provides some pointers on how you can launch—or relaunch—your brand.

Collateral is such an ugly word. As the late, great Rodney Dangerfield would have put it, brochures, sell sheets, process manuals, and other sales support tools often get no respect in our digital world. Even the convenience of downloading a PDF is scoffed at by today’s millennials who rely on the “Almighty App” and the “All-Knowing Cloud” to view, digest and store information.

Exceptional service is often recognized by not being recognized. Exceptional—not good— service is demonstrated by actions that are assumed and relied upon by the customer to be the norm. Exceptional service is providing the extraordinary and value-added without being asked.